Former Sat.1, Talpa Execs Align with Bas Verhart for New Venture

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AMSTERDAM: Taco Ketelaar, a former Sat.1 executive and founder of 2waytraffic; Winston Gerschtanowitz, ex-chief commercial officer at Talpa Media; and entrepreneur Bas Verhart have partnered to launch a digital media outfit focusing on virtual reality, augmented reality and IP development.

The new venture, DFFRNT MEDIA, will develop formats, branded content and VR and AR productions for multiple platforms. The focus will be in the areas of entertainment, education, business solutions and healthy living. Another area of operation will be the development of long-term digital strategies for brands.

Ketelaar was the executive director of interactive at Endemol International, went on to co-found 2waytraffic and was CEO of BlazHoffski, overseeing its takeover by Warner Bros in 2011. Gerschtanowitz is a well-known daily TV host on RTL Netherlands and was the chief commercial officer at John de Mol’s Talpa Media. Verhart and Gerschtanowitz previously worked together, in 2002, as the founding team of Amsterdam-based Media Republic, which also included the games studio Guerrilla Games.

Among the TV industry talent tapped by the company are Jelmar Hagen, former VP of licensing at Talpa Media; Fraser Small, the director of international marketing at Endemol who then joined Ketelaar at 2waytraffic/SPT as head of international format development; and Chiem van Houweninge, from Blue Dolphin Media. The company also appointed 2waytraffic’s former CFO Jeroen Tielens as its COO.

Ketelaar commented: “We’ve been in stealth mode for four months but we’re already working with some fantastic partners and getting enormous traction both in the Netherlands and globally. We see the Dutch landscape as a very good pilot market for our international expansion plans.”

Verhart said: “We have a mixture of exceptional talent from digital, television and advertising. These areas of expertise have already blended seamlessly together to offer our first partners a truly different and exciting approach to reach their target audiences.”

Gerschtanowitz added: “We are already working with some of the best brands across multiple TV, digital and consumer platforms. We shall have a lot of exciting news to follow.”